When Does Actual Versus Ideal Self-Congruence Matter? Moderating Effects of Construal-Level on Brand Attitudes

Drawing on construal level theory, this study found that consumers with low-level construal tended to focus on actual self-congruence (ASC) with a brand and prefer brands with high ASC levels. Contrarily, consumers with high-level construal focused on ideal self-congruence (ISC) and indicated positive attitudes toward brands with high ISC.



Citation:

Taku Togawa and Kazuyo Ando (2020) ,"When Does Actual Versus Ideal Self-Congruence Matter? Moderating Effects of Construal-Level on Brand Attitudes", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1230-1230.

Authors

Taku Togawa, Sophia University
Kazuyo Ando, Chiba University of Commerce



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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